Chairmen unite to power brand Sri Lanka on a ROI model

Tuesday, 28 April 2015 01:16 - - {{hitsCtrl.values.hits}}

For the first time in the recent history of Sri Lanka top four Chairman of the public sector driving brand Sri Lanka in the global arena met in unison to power the country at World Expo 2015. The overall objective set by the team was to identify a monthly focus sector wise and send a powerful message to the world so that it supports the overall proposition of brand Sri Lanka, which is currently valued at $ 61 billion and targeting $ 80 billion within the next two years. The cross-functional core committee consists of the Department of Commerce, Sri Lanka Tourism Promotion Bureau, Sri Lanka Export Development Board, National Gem and Jewellery Association, Sri Lanka Tea Board, Craft Council of Sri Lanka and SriLankan Airlines. The Chairman supported the core committee at a strategic level which gave direction to the team, which in turn was guided by the relevant Minister. The focal Ministers are the Minister of Trade and Commerce Rishad Bathiudeen and Minister Tourism and Sports Navin Dissanayake. The 12 core team members who put the project together were EDB Addl. Director General Jeevani Siriwardena, EDB Director (Special Projects) Dammika Jayawardena, BOI Director (Media and Publicity) Dilip Samarasinghe, National Craft Council Director (Actg.)

Chandramali Liyanage, Ministry of Industry and Commerce Deputy Director of Commerce Somasena Mahadiulwewa, Sri Lanka Tea Board Senior Executive Priyanka Liyanage, Sri Lanka Tea Board Director Marketing Premila Srikanth, Sri Lanka Tourism Promotion Bureau Assistant Director Jeevana Fernando, National Craft Council Assistant Director Manohari Hewage and Market Head for Italy Shirani Herath at the Sri Lanka Tourism Promotion Bureau and Committee Secretary Chaturika from the Ministry of Commerce under the leadership of the Commissioner General Expo 2015 for Sri Lanka. “The key agreement achieved at the last meeting was that we would operate the overall Expo 2015 pavilion on a Return on Investment (ROI) model given that the Prime Minister had negotiated with the Italian Government that the space was free but only the construction and design cost was to be borne by the respective country,” said Expo 2015 Commissioner General for Sri Lanka Rohantha Athukorala. “It was agree to dedicate the first month to tourism, with the overriding theme being ‘8 wonderful experiences in 8 wonderful days’. At present the industry is working to cover the total investment of Expo 2015 within the first month of the launch which will take place on 1 May under the patronage of Minister Dissanayake,” said Athukorala, who is also Sri Lanka Tourism Promotion Bureau Chairman. From month two onwards the focus will on the other key treasures of Sri Lanka such as the Ceylon Tea proposition – in June the theme will be ‘World’s finest ethically-produced tea’; in July it will be Ceylon Sapphire on the theme ‘Sapphire Capital of the World’; in August it is Ceylon Cinnamon on the ‘Pure Ceylon Cinnamon’ proposition; September will be dedicated to exports, themed ‘Ethical Sourcing Capital to the World’; and finally October will focus on popular Sri Lanka handicrafts themed ‘Tradition, Culture and Sustainability’. BOI and SriLankan Airlines will cut across all months as it will be a generic product that must be available right across the six-month exposition, as agreed by the team. “The stall allocated per sector will showcase a private sector company for two weeks and then it will be rotated so that by the end of the program we will give a minimum top 100 private sector companies to be given a chance to reach the 20 million people that will come for the exhibition. Already seven million tickets have been sold, of which three million are to China which shows us the new market opportunity,” said Athukorala, who is targeting to beat the 200,000 visitor target from China into Sri Lanka.